In a shift that highlights its ambitious plans to become a U.S.-focused company, global convenience retailer EG Group has rebranded to Cumberland Farms, a source familiar with the situation confirmed to C-Store Dive on Thursday.
The name change became apparent when a company announcement yesterday specified that Cumberland Farms, not EG Group, had agreed to acquire East Coast convenience retail competitor Coen Markets. The company’s announcement referred to what formerly made up EG Group — over 4,300 retail sites across eight countries — as Cumberland Farms.
This rebrand, which the source said became official in recent weeks, all but cements the company’s status as an America-focused entity. Last year, EG Group began the process of relocating its headquarters from the U.K. to Charlotte, North Carolina, and divested hundreds of c-stores across Italy, France and Australia. It also appointed its first-ever American CEO in Russell Colaco.
The name change marks a rapid organizational shift for the company, which was founded in 2001 but didn't arrive in the U.S. until it acquired Cumberland Farms and its roughly 600 convenience stores in 2019. After that purchase, EG Group launched its EG America subsidiary.
The company now known as Cumberland Farms still has numerous assets overseas, including c-stores in Germany, Luxembourg, Belgium and the Netherlands. In the U.S., Cumberland Farms has roughly 1,500 c-stores under several banners aside from its own, including TomThumb, TurkeyHill, Certified, Fastrac and KwikShop.
EG Group had previously expressed intentions to rebrand its entire c-store network in the U.S. to the Cumberland Farms banner, a process that has been underway for years and still has a ways to go.
The corporate rebrand aligns with recent reporting that the company has been preparing to file for an IPO in 2026 under the name Cumberland Farms at a value of around $9 billion. While no filing has been confirmed, the recent trimming of several business segments and the rebrand certainly aligns with that strategy.
A Cumberland Farms spokesperson declined to comment when asked about the name change, as well as how it may correlate to rumors about its pursuit of an IPO in the U.S.
